Email marketing is a truly versatile marketing tactic. You can increase thought leadership with an informative newsletter, boost sales with a drip marketing campaign, and even convert prospects by sending special deals based on what they’ve already expressed interest in.
Seventy-seven percent of marketers say they have seen an increase in email engagement over the last year, so don’t let this powerful tactic be an afterthought.
3 Ways to Increase Email Marketing Success
1. Level Up Message Personalization with Dynamic Content
You’re likely already addressing recipients by name and segmenting your audience in order to employ more niche content based on level of engagement, buyer behavior, and role at the company, but you can go beyond that.
Dynamic content allows you to customize email messages, even within audience segments, using much of the same criteria. For example, you can segment your audience based on industry, such as construction, and then further personalize your email to include special offers at dealerships based on their location.
2. Grab Attention with Mobile-Friendly Designs
Nearly 1.7 billion people check mails on their mobile phones, vastly outnumbering the .9 billion that check emails on desktop computers.
To look good to mobile users, your email design should be responsive, meaning that it adjusts to the size of the screen it’s being viewed on. Email marketing services such as HubSpot and MailChimp have responsive email templates, making this step relatively simple.
However, there are other ways you can make your emails more mobile-friendly, including:
• Keep the text concise so it doesn’t result in endless scrolling
• Place CTAs near the top so “on-the-go” readers spot them immediately
• Make subject lines shorter (around 25-30 characters) to make up for the lack of character space on mobile
3. Sit Back and Automate
Marketing automation is useful for many different things, but your email marketing will also benefit significantly from the practice.
You can schedule your emails so they send at the right time, every time. In addition, setting up emails to send after certain triggers, like downloading an equipment guide or price list, enables your sales team to immediately follow up with prospects.
Creating subscriber lists is also an excellent way to stay on top of certain audience segments. Some lists remain static and never change, but others can be set up to continuously update on their own, like when you want subscribers to be in a certain list based on how much they’ve been engaging with your newsletters.
Conclusion
Dynamic content and a mobile-friendly design will go a long way in increasing your email engagement because you can tailor your subscriber’s experience based on interests, location, and even the size of their screen. Incorporating automation into your email marketing strategy also makes your personalization tactics more efficient and easier to manage.
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